Companies can push out survey after survey and whole books filled with data, but that doesn’t beat a good ol’ face to face convo, says ZenithOptimedia’s Luisa Howard.
The world of consumer information has opened up. We have access to more, better, faster data – but does this mean we know Australians better than we did in the past?
My first job in media was in 2001, with my first task to analyse the consumer impact of the Terrorism attacks of September 11. At that time we utilised consumer polling, surveying, focus groups, interviews and newspaper reports to understand how consumer confidence, spending, political bent and mood had been impacted. We produced a good report, however it’s clear what made it so different to the reports of today:
- Time: It was produced three weeks after the event (which seemed like a fast turn-around)
- Numbers: It was based on a research sample (as opposed to the big data available today)
Fast forward to 2014, and the opportunity to understand Australians has opened up exponentially. The socialisation of consumer opinion that has been fostered by social media, and the smart tools we have built to capture this data has changed the game.
Within the space of a few hours, we know in no un-certain terms the effects of events, whether it’s an election or a major disaster.
I’m sure we all agree that the research tools available today (vs. 2001) are different, but have they made our industry better at understanding Australians?
Yes, behavioural data (capturing everything from search patterns to spending patterns) is a huge step forward. No longer do we rely on inconsistent self-reported data, nor do we need to make behavioural assumptions based on consumer attitudes.
And yes, social media data puts the opinions of thousands of Australians at our fingertips, whilst avoiding the un-natural focus group effect.
But has our industry forgotten about the power of the real consumer voice – and the rich insight it brings? Has it been left behind? It seems in many pockets of our industry the answer would sadly be yes
With a purpose to connect brands with people (not numbers), it seem obvious that human interaction must remain a valued part of the research journey. Data can help drive invaluable consumer insights but it cannot replace the depth a conversation with a young mother in her home in Geelong brings, nor can it replace the insight gained from visiting country NSW to truly understand the weekend entertainment options for teenage guys.
Interestingly, we are observing companies that enjoy a long and established history with data, placing increased value on the consumer voice. PricewaterhouseCoopers is one of those companies. Recognising that the accelerating pace of change (technologically and otherwise) meant that traditional data forecasting methods were unable to paint a complete picture, a global series of face to face consumer interviews became a key input into their analysis.
The good news is, it seems we are in a position to have our cake and eat it too. The world of consumer information has opened right up with data, providing us with a greater opportunity than ever before to understand Australians. But we still have human interaction to drive the deeper conversations.
Luisa Howard, research director of ZenithOptimedia.
Twitter was forced to make the unprecedented decision to disable the ability of verified accounts to send tweets following a major hack. The hack saw Barack Obama, Joe Biden, Bill Gates, Elon Musk, Kanye West and Michael Bloomberg attempting to fool their millions of followers with a Bitcoin scam. As well as these major political […]
Acast Marketplace now has a virtual storefront. Advertisers can browse Acast’s global inventory of thousands of monetizable podcasts, and use search criteria to filter a list of shows that best fit their brief and budget. Filters include audience demographics such as age, gender and language, podcast subject categories, and more — and, once selected, the […]
Data science led marketing agency, Jaywing, has won the SEO account for online fashion retailer, Princess Polly, in both Australia and the United States, adding to its ever-growing eCommerce portfolio. The Sydney based agency will be managing the retailer’s search engine optimisation, with the aim of facilitating the brands growth in Australia and the US, […]
The Connect Agency has just announced the launch of their micro influencer booking agency, Connect Engage. The division will represent digital content creators in the kids and family; interiors; and health and wellness spaces to drive brand engagement and reach further. Connect Engage will work alongside the public relations, creative, and talent representation arms of […]
Cashrewards, today announced the appointment of experienced loyalty, data, digital marketing and ecommerce executive Bernard Wilson as its Chief Executive Officer. Wilson previously ran loyalty, data, media and marketplace for Myer and was a senior executive in loyalty and data at WooliesX. He joins from data science and artificial intelligence leader Quantium, where he was […]
As BritBox escalates its plans to launch in Australia later this year, joint venture partners BBC Studios and ITV announce the appointment of Moira Hogan as Country Manager. Tasked with leading the BritBox Australia strategy and team, Moira joins from Network 10, where she was Head of Content and Commercial Partnerships for Digital Media. She […]
Australian Energetic Beauty brand, Bean Body today launches its new campaign #BEANYBODY that breaks convention by featuring every bodies. Captured by Steven Chee and styled by Marina Didovich, with hair by Anthony Nader and makeup by Max May, the campaign features the completely unretouched new faces of Bean Body – 12 inspiring everyday women who […]
A new media platform servicing Australia’s burgeoning legal cannabis industry launches today. Cannabiz is the brainchild of Mumbrella co-founder and former CEO Martin Lane and KlickX founder Kim McKay. It will inform, educate and connect Australia’s legal cannabis sector through its website weekly newsletter, podcast, market intelligence, industry reports, networking events and business consulting services. As […]
Medallia today announced an integration between Medallia Experience Cloud and Adobe Experience Platform (AEP) that gives brands comprehensive insights into the complete customer journey to deliver highly personalised real-time experiences that increase purchase frequency. Customer feedback from Medallia Experience Cloud seamlessly integrates with behavioral data in Adobe Experience Cloud to deliver a single view of […]
“As marketers, we tend to overcook the storytelling process.” That was the message from Carlton and United Breweries head of creative and production Jonathon Bernard, during a special B&T Webinar on Storytelling at Scale, presented in partnership with Shutterstock. “Successful storytelling is the ability for a story to resonate and connect with its audience. As […]
oOh!media’s Queensland market position is set to be bolstered with the appointment of former ARN Sales Director Jamie Wood as the new leader of its Queensland sales team. An experienced and respected industry figure, Wood will enhance the capabilities of the local sales team while delivering strategic leadership and building customer relationships across the portfolio. […]
New research has examined the role of echo chambers in Australia and their impact on society, media and brands, offering guidance to marketers on how to escape the sea of sameness surrounding their industry. The independent study conducted by the human and cultural strategy team of FiftyFive5 and Nine’s marketing solutions division, Powered, examined the […]